Presidential campaigns share many of the elements of a well-designed product launch. From Allstate’s “The Good Hands People” to L’Oreal’s “Because You’re Worth It,” successful slogans create memorable images, complete with emotional responses. Experienced presidential campaign managers know that branding is an important component of an effectively run campaign and includes the use of a catchy campaign slogan. After all, if a candidate is not memorable, their political platform won’t matter much.
Tippecanoe and Tyler Too!
The 1840 campaign slogan used by future president William Henry Harrison and his running mate, John Tyler was an allusion to Harrison’s war record gained during the 1811 Tecumseh’s War, which had been somewhat overstated. Although Harrison refused to address the issues of the day, namely the economy, during his campaign, the exaggerated image of a log cabin living, cider drinking “common man” created by his clever campaign managers, played well with the voters. Harrison won the election but died a month later, propelling John Tyler into the presidency.
A Chicken in Every Pot and a Car in Every Garage
As far as presidential campaign slogans go, although successful, this choice would haunt the politician who used it. During the 1928 presidential campaign, candidate Herbert Hoover ran on a platform of preserving the robust economy. A short eight months after Hoover’s inauguration as our 31st president, the stock market crash of 1929 plunged the country into the worst depression in U.S. history.
A Leader, For a Change
Jimmy Carter chose this slogan for his 1976 bid for the presidency. Carter centered his campaign on not being a Washington insider; something that a disillusioned populace was ready to embrace. Fresh on the heels of the Watergate scandal, President Nixon’s resignation and subsequent pardon by sitting president, Gerald Ford, America chose the approachable, uncorrupted image Jimmy Carter presented. Carter also used the campaign slogan, “Not Just Peanuts” to draw attention away from his peanut farming days and onto his political experience as governor of Georgia.
Putting People First
The 1992 presidential campaign of Washington newcomer, Bill Clinton focused on the theme of prosperity for the individual. Relying on the notion that Americans were tired of a stalled economy and rising inflation, Clinton successfully mounted a campaign directed towards balancing the budget and ridding the country of mounting debt.
Barack Obama versus John McCain
The 2008 presidential campaign is in full swing. Once again, the problems of a weak economy and the need for national security are the primary concerns. Democratic candidate, Barack Obama, has chosen the economy and the needs of the individual as his platform. His campaign slogan, “Change We Can Believe In” speaks to his intent to overhaul the current economic policies and create new opportunity for individuals. John McCain selected our state of readiness against terrorists and the need for national security as his focus. His slogan, “Best Prepared to Lead on Day One” delivers the message that he is experienced in the area of security and leadership. His campaign has also employed his status as a former POW as proof of his willingness to put the country’s needs ahead of his own.
At present, national polls show a neck-in-neck race between the candidates, with each man leading at various times. With the election only two months away, one thing is certain. These campaign slogans will be increasingly visible to all of us.
Sources:
http://www.presidentsusa.net/campaignslogans.html
http://www.multied.com/elections/index.html
http://www.usaelectionpolls.com/2008/national-polls.html
